Ad Storm #5 - Building your Own social network

Hello,

With Ning and Kickapps trailblazing in the world of Social Network Hosts, the question is what is the major benefit of building a separate branded network instead of just using myspace/facebook groups and profiles to build your community. I'll give the same explanation I gave the guys at SHANE&SHAWN (where I'm currently a marketing intern, amazing shoes) before I created their Ning network.

Having a profile on a social network is about building awareness, even though people can interact with your brand with comments and through reading content you put out the end user still have thousands of other profile to dedicate their time to while on this network than to really burn your brand into their brain.

If your brand is a lifestyle brand, then a social network is valid investment cause instead of putting out content to fight for the end users time, you let the end user create content in a branded space. This creates a deeper experience of the brand, and of course the air of exclusivity and legitimacy over a myspace group or profile.

It's the same difference as buying the latest Puma shoe at the foot locker at the mall over the Puma store at union square in NYC. In both locations you can buy the product but which brand are you truly immersing yourself in, Foot Locker or Puma?

A branded social network isn't something that's gonna tip the scales in your favor overnight, but through active community building and content producing you can carve yourself a niche to re-enforce your brand into your core consumers who'd appreciate the fan service. Though to get new faces make sure you still are building awareness with a heavy dose of Myspace/Facebook.

- Alex Merced